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Marketing - Advertising

 

 
Advertising Impact Generalizations in a Marketing Mix Context What has academic research revealed about the quantifiable impact of advertising on business performance? This article summarizes the advertising-related findings in a recent Marketing Science Institute book on empirical generalizations about marketing impact. Two synergies stand out in that regard. First, product innovation substantially increases advertising impact. Second, distribution has a predominant market-share elasticity that is greater than 1. Distribution is also the only marketing-mix element that explains a substantial part of the variation in new-brand performance.  pdf 2009

 

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Status: 06. Dezember 2012